Who will it work for? And how?
After that, brands that are already well established in the market will naturally have an advantage. They can easily connect with KOLs and even regular users who mention the brand organically and send them free products to gain popularity.
However, if the brand is relatively new, it may have to work harder. This is where the cost and volume aspect comes into play. For smaller or relatively unknown brands, it is recommended to first identify the micro and nano KOLs who are already publishing content in the category, make sure they are not publishing content for competing brands, and therefore approach them for business arrangements.
We strongly advise brands to be honest about their expectations. Clearly describe what you want in exchange for KOLs in exchange for products. And make it a decent job. Don't expect a KOL to provide free posting in exchange for a glass of sunscreen, no matter how small. It reflects the value you place on your brand.
Benefits of KOL seeds
Find designers who really like your brand. Followers can quickly tell the difference when a KOL promotes a brand they don't actually believe in. It is a hit and try process. A brand needs to send products to 100 creators before they can find 50 creators who will truly identify with your brand and product. Factor this into your marketing spend.
This process greatly reduces the time you have to spend communicating one-on-one with each influencer.
Build strong relationships with KOLs in general. Who doesn't love receiving gifts? But do it wisely. When sending free products to KOLs, don't say what you expect in return. Start by genuinely appreciating the KOL's content and efforts to grow their social media assets. This will let the KOL know that you took the time to consider a long list of options for your product distribution campaign. It has a better chance of developing into a long-term relationship.
No warranty for content. Let's explain it. A KOL is under no obligation to publish content for a brand, even if the brand has made its expectations clear in exchange for free products.
Even if there is content, there is no guarantee that it will be good. Some KOLs may post content because they feel morally obligated, but if their heart isn't really in it, it will reflect on their content. They may associate your product with other products, reducing your brand awareness. Worse, if the content is really bad, it can backfire on the brand.
Planting KOL seeds is sometimes considered an unethical practice. Top KOLs explain that these "no strings attached" deals may not be as harmless as they seem. Marketers are said to use the psychological principle of reciprocity to their advantage.
